Social Action on Social Media: One Billion Rising.

{For my second original blog post, I will be focusing on how the non profit V-Day has organized an uprising against violence called One Billion Rising.}

The moth of February has a lot of particular meaning to me.

Not because it marks a slow transition to the “end of winter.”

Or because it gives “legitimate” reasoning for single people to indulge in copious amounts of chocolate.
Or because it gives my boyfriend and I to reason to go on a romantic rock climbing date the 14^th.

No, it's for none of these reasons.

The month of February is particularly meaningful because it promotes advocacy and education about violence against women. 

There is plenty I could say about the importance of this issue…but there are others who have already made it their mission to do so.

Eve Ensler, the founder of V-Day, a global non-profit movement to end violence against women, has already made her sentiments known across the globe about how she wishes to end violence against women.  Primarily through annual performances of her play The Vagina Monologues on college campuses nationwide, Eve has helped educate and encourage people every where to take a stand in regards to this important, sometimes overlooked issue. 

 Before I continue though, I bet you are wondering why is this important or even relevant to our class on social media marketing?  Why, aside from my clear passion to educate and advocate for an end to violence, would I bring this up on my blog?

A Message from Eve

Because without social media, V-Day wouldn't be nearly as visible or strong as it is right now.

In other words, Social Media gives the V-Day non-profit a brilliant way to market themselves to the global community.

Here is a brilliant example: Take their newest initiative planned for the 15^th anniversary of V-Day: One Billion Rising. In short, One Billion Rising is an invitation to one billion women and those who love them to rise up, walk out, dance, and demand an end to violence. 

The V-Day Twitter Account home

The campaign, however, has primarily taken place within the groundswell.  From the One Billion Rising blog (which you should really check out if you are interested!), the facebook and twitter pages, to posting amateur and PR created videos on YouTube, it has been every day people who have put this campaign together and spread it like wildfire through social media platforms. PEOPLE are the ones who are driving this campaign, not necessarily traditional PR.

Break the Chain Dance performed by the New Light Girls

Why Rosario Dawson will Rise

A One Billion Rising Flashmob that was posted to YouTube

Through social media, people are able to communicate and plan “risings” in their own communities by downloading the official took kit and making their event official.  Online community members can also post when their risings will be held on the facebook page, or even share stories about their thoughts and experiences with violence.  This creation of GLOBAL connections is what has made One Billion Rising as huge as it is. 

The pink V's all represents scheduled risings for this February 14, all of which was planned through the internet and "broadcast" via social media platforms... AMAZING!

Interaction on the One Billion Rising facebook page

Their approach however is not flawless, as I am sure that there are some of you who have not heard of either V-Day or One Billion Rising.
Perhaps the people working in the marketing communications sector of V-Day need to take some tips from Li and Bernoff for working within the groundswell.  For instance, they could refer back to chapter four of Groundswell and re-evaluate their strategy within the groundswell; do they want to energize people, send a more specific message, or encourage online participation in their events?  Maybe they could even benefit from including even more traditional PR-like messages?  (See the video below for an exmaple)

Nevertheless, I feel that One Billion Rising is still an excellent example of how a non-profit has utilized the groundswell to actively educate as well as encourage participation in their 15th anniversary rising.

The official Call to Arms.

Note: this video clip may be upsetting or disturbing to some.  Everyone has a sort of “call to arms” or something they believe in fighting for.  Mine is violence against women.

I hope that with this blog post I have showed you a non-profit truly worth believing in and a snap shot of successful social media marketing strategies… But more importantly, I hope that I have encouraged you to “rise up” this Valentine’s Day and stand up to violence.

Take a line from Taylor Swifts song "Holy Ground" and dance!